What is a Good Bounce Rate for a Landing Page: 7 Ways to Improve

A marketer needs to know what is a good bounce rate for a landing page. It will help them to make the right management decisions that increase the efficiency of the company's business model. 

We will explain to you what value would be optimal and how you can increase user engagement.

What is the bounce rate of a landing page

The landing page bounce rate is the percentage of sessions that end without conversion and clicks on internal links. These are cases when a user closes a tab or browser window, clicks the "Back" button, clicks on an external link, or stays inactive until the session ends.

Let's imagine that 65% of visitors leave your site without taking a targeted action or going to other pages. 65% is the homepage bounce rate. This means that 65 out of 100 people visit your site through links in search results, contextual advertising, or social networks but immediately leave without exploring further. 

Is 65% bad or good? There is no unequivocal answer to this question, as each company can choose its own homepage bounce rate benchmark. Its exact value will depend on many factors — sphere of activity, product characteristics, price category, etc.

What Bounce Rate is Considered Good for a Landing Page

QuickSprout experts believe that a good bounce rate for landing pages is between 70 and 90%.

The easiest source of bounce rate landing pages is Google Analytics 4. This free service tracks key metrics of your website, allowing you to set KPIs for business development.

In the latest version of the application, the failure rate is not presented in the basic reports. You can add it yourself using the following scheme:

1. Log in to your administrator account.

2. Select the "Reports" section from the menu on the left.

3. Click the "Edit" button on the top right. 

4. Find the "Report Data" section and the "Metrics" sub-item.

5. Click the "Add Metrics" button.

6. Select "Engagement rate" and "Bounce rate".

7. Click the "Apply" button.

Google Analytics is an informative and useful tool, but many companies use paid analytics services offered by Ahrefs, SE Ranking, Semrush, Ubersuggest, SpyFu, and other marketing agencies. Their advantage is not only a better interface but also more reports. Many of them show the average bounce rate for a landing page in a specific segment and competitors' data. These figures can be benchmarks you can add to the KPIs of your marketing strategy.

How to calculate landing page bounce rate by yourself

The classic formula involves dividing the number of "one-page" sessions by the total number of sessions:

However, other alternative ways of calculation are also used in marketing practice. For example, in Google Analytics 4, the bounce rate of a landing page is inversely proportional to the engagement rate:

In turn, engaged customers are those who:

• spent more than 10 seconds on the landing page;
• triggered a conversion by a targeted action;
• explored more than two pages of the site.

As a rule, a good bounce rate for landing pages is considered to be between 70 and 90%. However, each company may have its own standards and benchmarks. Therefore, it is more important for you to correlate your statistics with your competitors. 

The dynamics of the bounce rate are also worth paying attention to. If the figure gradually decreases, your management decisions positively impact the effectiveness of the marketing strategy.

Reasons why bounce rates on landing pages are increasing

Databox's survey shows that the following issues put visitors off:

1. Slow-loading content. Most users expect a page to load in 2 seconds. After waiting for 4 seconds, almost half of your potential customers will close the browser tab. Only a quarter agree to wait longer than 5 seconds.
2. Information overload. A high bounce rate on landing pages can be caused by overloading a user with descriptions, photos, videos, and widgets. It's hard for a user to find the way to a targeted action through an avalanche of information. 
3. Unreadable text. Another typical mistake of a novice marketer is trying to impress visitors with an abundance of complex terms and elevated style. In fact, this approach annoys people and makes them give up on conversion even if there is a need for a purchase.
4. Lack of personalization. If you think you can copy a competitor's strategy and get an average landing page bounce rate, you're mistaken. You need to differentiate yourself and stand out from the masses. To do this, treat a user as a person, not as another cog in the sales wheel.
5. Complex conversion process. Consumers expect an online purchase, registration, or entry to be as fast and convenient as possible. If they have to fill out lengthy registration forms, select various product options, and consider dozens of pricing plans, they will surely move on to your competitors.
6. Poor optimization of a mobile version of a website. In Google Analytics 4 and other services, you can view the bounce rates for landing pages in the context of a device type. It is always slightly higher for mobile devices — this is now the norm. But, if the gap is more than ten percent, look for the problem in poor optimization for small screens.

7 Ways to Improve Your Landing Page Bounce Rate

It is important to understand that your actions to optimize the bounce rate should not be point operations. Develop a complex strategy and gradually move in the chosen direction. Try new hypotheses, analyze the results, and select appropriate methods. Let's find out more about these methods. 

1. Simplify, and then simplify again

Once on the landing page, a user should understand what to do next. There should be no complicated explanations on the start screen — just a banner demonstrating the company's unique selling advantages and a button with a call to action. Everything else can be placed below. 

A convenient navigation system created based on micro marking will also help reduce the bounce rate for landing pages.

2. Optimize the conversion process

Remember that a customer is always right. Does a customer want to make a purchase in one click? Provide them with this opportunity. Does anyone want to order pizza delivery without registration on a website? Offer a simple form with fields for entering the phone number and address. Is there a requirement to build one’s own payment plan? Add such a block, inserting a link to chat with the manager.

3. Conduct a survey

Only customers know why they leave a site. The best you can do is guess the reasons for a high bounce rate on the landing page and hypothesize. For more accurate information, you need to ask your visitors why they are leaving the page. 

Add a pop-up with a survey using Claspo. This service has a huge library of templates with editing and personalization options and many ready-made solutions for online stores, restaurants, SaaS services, and other types of businesses. It offers different display scenarios, such as when users intend to close the page. So, when a user wants to leave the site, you can ask them why.

4. Add meta tags correctly

Google uses title and description meta tags to describe your website on the search engine results page. Pay attention to how they are written. They should contain keywords that match a user's intent. If you're selling a product, talk about it directly — don't promise the reader a review or comparison. Follow the main rules of copywriting — write attractive headlines, but don't stoop to blatant clickbait or cheating.

5. Fix the technical problems

You should conduct a comprehensive website audit if your metrics are above the average bounce rate for a landing page in a particular market segment. First of all, pay attention to the loading speed — we already mentioned above that it determines the behavior of most visitors. Make sure that all links work properly: it is quite possible that a user simply can not go to the right page. And don't forget to display all visual elements correctly — both on desktop and mobile devices.

6. Improve the quality of your traffic

CXL statistics show that users who click on advertising banners and links in social networks are more likely to close browser tabs. The most loyal visitors come to the site thanks to email newsletters and referral programs. And the golden mean is such popular promotion channels as SEO and PPC. 

If your bounce rate is too high, you're likely targeting the wrong traffic. Change the structure of your marketing policy and pay more attention to other channels.

7. Use Chatbots

Some users leave the site just one step away from conversion. They would have taken a targeted action if someone had provided them with assistance at the right moment. Chatbots that offer help when users spend a long time exploring a site or scrolling to a certain point can keep them engaged. These programs answer relatively simple questions, imitating communication with a live person. 

If a user wants to get more information, it is always possible to involve a company specialist, who will lead the conversion to the end.

How to reduce the bounce rate on a landing page with Claspo

Claspo allows you to add pop-ups to your landing pages and offers flexible terms for displaying widgets. You can set them to show when users scroll to a certain point, when there is a long period of inactivity, or when they try to leave a site. This will reveal at what stage users encounter problems and turn failures into conversions, improving key business metrics. 

Claspo has a vast library of widgets with different mechanics. These include pop-ups with coupons, personalized discounts, countdown timers, signup forms, and recommendations. The drag-n-drop visual editor allows you to create personalized pop-ups without programming knowledge.

Subscribe to Claspo and watch your website bounce rate decrease. The in-built analytics service will calculate each pop-up window's effectiveness and help choose the best option using the A/B testing module.